Swamp Head Brewery

1. SWAMP HEAD
BREWERY
SOCIAL MEDIA STRATEGY
WILLIAM RAND

2. TABLE OF CONTENTS
1. Title: Swamp Head Brewery
2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our major social media priorities is to increase our overall following through media
sources. Our primary focus will be on the Swamp Head Brewery website, Facebook
and LinkedIn pages to build a stronger relationship with our customers.

4. SOCIAL MEDIA AUDIT
• The following chart shows the social media audit of Swamp Head for the 2017
year
• Competitors:
• First Magnitude
• Samuel Adams
• Terrapin
• Cypress and Grove
Socail Media URL Follower Count Avg. Weekly Activity
LinkedIn
linkedin.com/company-
beta/15456444/ 19 0
Facebook facebook.com/SwampHead/ 19,599 2
Instagram Instgram.com/SwampHead/ 7,609 3
Twitter twitter.com/SwampHead 6,335 7

5. SOCIAL MEDIA OBJECTIVE
• The primary focus for 2017 is to increase awareness through Facebook and
LinkedIn to create a larger network and reach new people
• Some specific objectives
• Double our followers for LinkedIn in 3 months
• Increase Facebook followers by 500 in 6 months
• Increase awareness of events held on location

6. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand
• Fun
• Relaxed
• Adventurous
• Eco-friendly
• When interacting with customers we
are
• Friendly
• Helpful

7. STRATEGIES AND TOOLS
• Strategies:
• Increase number of events at location and publicize them to increase turnout
• Increase posts on LinkedIn
• Tools:
• Hootsuite
• Good location

8. TIMING AND KEY DATES
• Key dates
• Fourth of July
• Labour day
• Memorial day
• Flag day
• Fathers day

9. SOCIAL MEDIA POLICY
• Social media is a big part of the world today. We can use social media to inform
potential customers of deals and events. It is also helpful to remind those who
may have forgotten to visit the establishment.

10. CRITICAL RESPONSE PLAN
• Respond in timely manner with professionalism
• Inform manager or owner of situation
• If a statement needs to be made on social media, make it clear and consise
• If there are questions, answer them

11. MEASURING AND REPORTING RESULTS
• Data as of May 21, 2017
Source Volume % of Overall traffic Conversion Rate
LinkedIn
19 visits +5%
growth 1% 2%
Facebook 19,599 +7% growth 31% 1%
Instagram 7,609 +3% growth 12% 1%
Twitter 6,335 +3% growth 10% 1%